copywriting l.
Skip this Video
Loading SlideShow in 5 Seconds..
Copywriting PowerPoint Presentation
Download Presentation

Loading in 2 Seconds...

play fullscreen
1 / 24

Copywriting - PowerPoint PPT Presentation

  • Uploaded on

Copywriting. Part 4: Effective Advertising Messages Chapter 13. Chapter Outline. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment. Key Points.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript


Part 4: Effective Advertising Messages

Chapter 13

chapter outline
Chapter Outline
  • Chapter Key Points
  • Copywriting: The Language of Advertising
  • Copywriting for Print
  • How to Write Radio Copy
  • How to Write Television Copy
  • Writing for the Web
  • Copywriting in a Global Environment
key points
Key Points
  • Explain the basic style used for advertising copy
  • Describe the various elements of a print ad
  • Explain the message characteristics and tools of radio advertising
  • Discuss the major elements of television commercials
  • Discuss how Web advertising is written
copywriting the language of advertising
Copywriting: The Language of Advertising
  • Four types of ads in which words are crucial
    • If the message is complicated
    • If the ad is for a high-involvement product
    • Information that needs definition and explanation
    • If a message tries to convey abstract qualities
  • Copywriter
    • The person who shapes and sculpts the words in an ad
advertising writing style
Copy should be as simple as possible

Should have a clear focus and try to convey only one selling point

Every word counts; space and time are expensive

Practical Tips

Be succinct

Be single-minded

Be specific

Get personal

Keep a single focus

Be controversial

Be original

Use variety

Use imaginative description

Advertising Writing Style
advertising writing style6
Advertising Writing Style
  • Tone of voice
    • To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation
  • Grammar
    • Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect
  • Adese
    • Formulaic advertising copy
    • Brag-and-boast copy
copywriting for print
Display copy

Elements readers see in their initial scanning

Body copy

Elements that are designed to be read and absorbed

The Headline

Key element in print advertising

Conveys the main message

Works with the visual to get attention and communicate creative concept

Copywriting for Print
how to write headlines
A good headline will attract those who are prospects

The headline must work in combination with the visual to stop and grab the reader’s attention

The headline must identify the product and brand, and start the sale

The headline should lead readers into the body copy

Direct-action headlines

Indirect-action headlines

How to Write Headlines
how to write other display copy
How to Write Other Display Copy
  • Captions
    • Have the second-highest readership and serve an information function
  • Subheads
    • Sectional headlines used to break up a large block of copy
  • Taglines
    • Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
how to write other display copy10

Repeated from ad to ad as part of a campaign or long-term brand identity effort

Can also be used as taglines

Slogan Techniques

Direct address

A startling or unexpected phrase

Rhyme, rhythm, alliteration

Parallel construction

Cue for the product


How to Write Other Display Copy
how to write body copy
How to Write Body Copy
  • Body copy
    • The text of the ad
    • Primary role is to maintain the interest of the reader
  • Lead paragraph
    • The first paragraph of the body copy
    • Where people test the message and see if they want to read it
  • Closing paragraph
    • Refers back to the creative concept and wraps up the Big Idea
    • Call to action
print media requirements
All media in the print category all use the same copy elements

The way these elements are used varies with the objective for using the medium


Copy does not have to work as hard to catch audience’s attention

Straightforward and informative

Writing is brief

Print Media Requirements
print media requirements13

Better quality ad production

Ads can be more informative and carry longer copy


Use a headline that focuses on the service or store’s personality

Little space for explanations

Print Media Requirements
print media requirements14
Posters and Outdoor

Primarily visual

Words try to catch the consumer’s attention and lock in ideas

An effective poster marries words with visuals

Product Literature

Also called collateral

Used in support of an ad campaign

Typically a heavy copy format

Print Media Requirements
how to write radio copy
How to Write Radio Copy
  • Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station
  • Ability of the listener to remember facts is difficult
  • Theater of the mind
    • The story is visualized in the listener’s imagination
how to write radio copy16


Sound effects

Radio Guidelines

Keep it personal

Speak to listener’s interests

Wake up the inattentive

Make it memorable

Include call to action

Create image transfer

How to Write Radio Copy
how to write television copy
How to Write Television Copy
  • Moving action makes television so much more engaging than print
  • The challenge is to fuse the images with the words to present a creative concept and a story
  • Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media
tools of television copywriting



Off camera

Other TV Tools

The copywriter must describe all of these in the TV script

Tools of Television Copywriting


  • Announcers
  • Spokespersons
  • Character types
  • Celebrities
planning the tv commercial
Planning the TV Commercial
  • What’s the Big Idea
  • What’s the benefit
  • How can you turn that benefit into a visual element
  • Gain the viewer’s interest
  • Focus on a key visual
  • Be single minded
  • Observe rules of good editing
  • Try to show the product
planning the tv commercial20
Planning the TV Commercial
  • Copywriters must plan
    • Length of the commercial
    • Shots in each scene
    • Key visual
    • Where and how to shoot the commercial
  • Scenes
    • Segments of action that occur in a single location
  • Key frames
    • The visual that sticks in one’s mind
scripts and storyboards
Scripts and Storyboards
  • Script
    • The written version of the commercial’s plan
    • Prepared by the copywriter
  • Storyboard
    • The visual plan or layout of the commercial
    • Prepared by the art director
writing for the web
Writing for the Web
  • More interactive than any other mass medium
  • Copywriter challenged to attract people to the site and manage a dialogue-based communication experience
  • Banners
    • Most common form of online advertising
writing for the web23
Web ads

Create awareness and interest in a product and build a brand image

Focus on maintaining interest

Other Web formats


Pop-up windows

Daughter windows

Side frames

Writing for the Web
copywriting in a global environment
Copywriting in a Global Environment
  • Language affects the creation of the advertising
  • Standardizing copy content by translating the appeal into the language of the foreign market is dangerous
  • Use bilingual copywriters who can capture the essence of the message in the second language
    • Back translation